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MONSTERS | Serious Game Marketing Strategy

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The Brief

1. Create a powerful concept for a serious game to raise awareness of child trafficking
2. Plan a promotional strategy, covering audience, platforms and brand communication.
3. Ensure that the 'client', U2 (an Irish rock band with a history of campaigning on social issues) is also promoted and highlighted.

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MONSTERS | Serious Game Marketing Strategy

  1. 1. we’re serious about games
  2. 2. 1. GLOCAL GAMING • Meet the team • Our creative strategy Outline 2. MONSTERS • The game • The concept 3. BRAND & PROMOTION • Marketing strategy
  3. 3. Prerita and Tina Alice Market Research Team Art Directorwe’re serious about games Chrissy Nina and Ahmed Game Marketing and Developer Creative Team
  4. 4. CREATIVESTRATEGY
  5. 5. MARKETRESEARCH
  6. 6. Console gamesglobal top 10 | Age 12-25
  7. 7. APPS & SOCIAL GAMES
  8. 8. ‘serious’ games
  9. 9. incorporates U2’s music glocal simple simple appeal simple! fun and funkysociallyinteractive raises awareness role play of & helps to preventonline and childapp-based trafficking
  10. 10. Game = a fun platformfrom which to introduceyoung people theserious issue of childtrafficking• Simple graphics• Fun fonts• Colourful buttons• Clear message
  11. 11. Interconnectivity built in• Compare your score with your friends and others around the world• Challenge other players• Invite your social network friends to play the game• Your scores are shared on your Facebook wall/Twitter feed
  12. 12. The musical reward • Each level brings you closer to winning a free U2 track to download • Tracks from other international artists will also be featuredDownload your • Because the audiences may be unfamiliar withfree music track U2, the emphasis is on free music
  13. 13. Not quite like in the movies, of course. But there are real-life people around the world who are after children’s body parts to sell. In Mexico, there are believed to be at least 17 clinics that deal in children’s organs Help make it stop www.u2againstmonsters.com Join the petition against organ trafficking here Find out more about the real life MONSTERS:www.u2againstmonsters.com
  14. 14. Target audience• Age: 12-16 years• Location 1. Developing economies (India, China, Brazil etc) 2. Developed nations (Western Europe, America etc.)• Socially networked and computer-savvy• Some access to internet or mobile technology (not necessarily at home)• Love of gaming!
  15. 15. creates a raisescommunity global awareness of CT Introduces cool U2 to a + new funky audience
  16. 16. BRAND ANDPROMOTION
  17. 17. Brand values Brand personality POSITIVITY MOTIVATION POSITIVE ENTHUSIASM STRONG CHILD ORIENTATED FUN YET EARNESTGLOCALISATION GATHERING FUNKY HUMAN NOT AFRAID TO BE DIFFERENT WILL TO SUCCEED BRIGHT ANDTRIUMPH OVER HAPPY INJUSTICE CONFIDENCE MUSIC LOVINGHUMAN RIGHTS GLOCAL
  18. 18. Online PR
  19. 19. Onlineadvertising
  20. 20. ONLINE INFLUENCERS &GAMING SOCIAL SITES THOUGHT LEADERSOnline platforms to target CHARITIES & NGOs MUSIC ORIENTED
  21. 21. The website
  22. 22. offline
  23. 23. BILLBOARD
  24. 24. BILLBOARD
  25. 25. billboard
  26. 26. BILLBOARD
  27. 27. BUS
  28. 28. BILLBOARD www.U2againstmonsters.com
  29. 29. BILLBOARD www.U2againstmonsters.com
  30. 30. Merchandising www.U2againstmonsters.com
  31. 31. BILLBOARD www.U2againstmonsters.com
  32. 32. BUS www.U2againstmonsters.com
  33. 33. mugsWWW.U2againstmonsters.com
  34. 34. BACK FRONT
  35. 35. toys
  36. 36. Gamingmagazines
  37. 37. XboxMONSTERS are coming...
  38. 38. Theinternational monsters relay race
  39. 39. GAMEVIDEO
  40. 40. References• http://apps.facebook.com/theguardian/technology/2011/may/13/farmville-lady-gaga-gamers-facebook• ‘Consumers trust real friends and virtual strangers the most’ – http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/• Social game marketing musings and stats e.g. – Around 80% of the women who play social media games clicked on ads or signed up for promotional features in return for points and virtual currencies – http://blog.socialmaximizer.com/social-media-marketing-in-the-world-of-online-gaming/• Brands building an increasing presence within social games – We saw it a little earlier this year when Zynga and Lady Gaga teamed up to produce GagaVille—where visitors to the neighboring FarmVille landscape could get a first listen to the artist’s new album (U2!) – http://www.business2community.com/marketing/social-game-based-marketing-breeds-success-062192• Success of social game marketing – http://www.business2community.com/marketing/social-game-based-marketing-breeds-success-062192• Case study of Tetris as a ‘slow burning’ social gaming success: – http://www.insidesocialgames.com/2011/11/14/tetris-battles-slow-burn-on-facebook-proves-brands-staying-power-on-the- platform/• Great stats on popularity of social gaming (mostly America-centric) – http://thesocialcustomer.com/samuel-f-parent/38726/performance-indicators-social-games• Measuring success in DAU/MAU – http://techcrunch.com/2009/10/29/how-to-measure-the-true-stickiness-and-success-of-a-facebook-app/• Tips for Online PR – http://www.toprankblog.com/2006/04/tips-for-online-pr/ – http://www.contentandmotion.co.uk/blog/free-cut-out-and-keep-guide-to-online-pr/ (diagram accompanied by explanatory notes)• Top 15 Gaming websites – http://www.ebizmba.com/articles/video-game-websites• Top websites for 12-17 year-olds – http://www.readwriteweb.com/archives/most_popular_websites_for_kids.php•

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